European Journal of Marketing Emerald Article: Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy Yong Jian Wang, Monica D. Hernandez, Michael S. Minor, Jie Wei Article information: To cite this document: Yong Jian Wang, Monica D. Hernandez, Michael S. Minor, Jie Wei, (2012),"Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy", European Journal of Marketing, Vol. 46 Iss: 5 pp. 712 - 732 Permanent link to this document: http://dx.doi.org/10.1108/03090561211212485 Downloaded on: 23-05-2012 References: This document contains references to 106 other documents To copy this document: permissions@emeraldinsight.com Access to this document was granted through an Emerald subscription provided by Emerald Author Access For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.